Every business requires its presence on the most searched search engine to get success online – Google. We all know that Google helps us to find out the business easily by the customer. We all have one interesting fact about Google more than 3.5 billion Google searches every day. This fact is quite interesting and shows how companies can anticipate benefit from it.
Guess what, Google also brings out one more functionality to you so that you can reach a larger target audience. This facility starts with Google Advertising. But do you know that some sorts of ads are hard to run on Google? Running ads on healthcare is challenging. So, here are the top 5 challenges that come with Google Ads for hospitals and clinics.
Challenges for the Hospital and Clinical Industry
Are you facing trouble in running your hospital Google ad? Well, if you are, you might do something wrong. But you want the benefits anticipated by Google because it brings an 8% click-through rate from advertisements. More than 65% of people choose the product and service that is mainly displayed by Google.
So, what are you waiting for? Running an ad for a hospital or clinical institute? Well, you might face some challenges for it. So, here we are briefing you about the top 5 challenges that you should know while running an Ad for a Hospital.
Challenge 1 – Ban of promotion certain services & products
Google’s advertising policies restrict the promotion of certain services and products, like specific medications or controversial treatments. This can be frustrating for hospitals specializing in these areas, potentially limiting their ability to reach patients who need these services.
To overcome this, it’s crucial to understand the specific restrictions and work within them. Partnering with healthcare marketing experts who are familiar with these regulations can be invaluable, helping you craft compliant ads that effectively promote your services without running afoul of Google’s rules.
Challenge 2 – Some phrases are restricted
Not all language is allowed in Google Ads, especially for healthcare. Exaggerated claims like “miracle cures” or suggestive imagery are strictly forbidden. This can make it difficult to stand out in a crowded market and communicate the value you offer.
The key lies in accuracy and transparency. Focus on using factual language that accurately reflects your services and avoids any promises that sound too good to be true. Highlight your unique strengths and expertise in specific areas, showcasing what sets you apart from the competition.
Challenge 3 – Focus on certain keywords
Choosing the right keywords is like finding the hidden treasure map to patient land. Too broad, and you’ll attract a swarm of irrelevant visitors. Too narrow, and you might miss out on potential patients entirely. Striking the right balance is crucial for success.
Conduct thorough research to identify keywords that reflect your specific services and target your ideal audience. Think about the conditions you treat, the procedures you offer, and your location. Consider long-tail keywords, like “pediatric dentist near Main Street,” as they attract people actively searching for what you provide.
Challenge 4 – No retargeting
Unlike other industries, healthcare advertising on Google has a limitation – you can’t retarget people who have already interacted with your ads. This might seem odd, but it’s meant to protect patient privacy and prevent unwanted follow-up. So, focus on attracting new patients through compelling ad copy and targeted keywords, rather than trying to lure back those who didn’t convert the first time around.
This doesn’t mean you can’t nurture leads in other ways. Leverage your website and social media platforms to engage with potential patients who clicked on your ads, providing them with valuable information and encouraging them to book appointments.
Challenge 5 – Competition
Let’s face it, healthcare is a crowded marketplace online. From large hospital chains to individual practitioners, everyone’s vying for the same patients. To stand out, it’s time to find your niche and become the ultimate specialist in that area. Highlight what makes you unique, whether it’s advanced technology, personalized care, or expertise in a specific condition. Don’t be afraid to brag a little about your strengths, but keep it factual and relevant to what patients are looking for.
Consider mobile-first marketing, as more and more patients are searching for healthcare on their phones. Ensure your website and landing pages are mobile-friendly, offering a smooth experience without zooming and squinting. Running mobile-specific campaigns with tailored keywords and ad formats can give you a leg up in this increasingly mobile world.
Key Note to Remember
Google Ads are one of the best ways to interact with your patients and bring them the right treatment at the right time. Remember these challenges while running your Ad and do not make false promises to the users.
Use the relevant keywords that are most searched by the users as it brings more accurate results to your clinic.
Final Words
While Google Ads presents its own set of challenges for hospitals and clinics, understanding these hurdles and implementing the right strategies can turn this platform into a powerful tool for patient acquisition.
By staying compliant, choosing accurate keywords, showcasing your unique strengths, and catering to the mobile world, you can navigate the Google Ads maze and attract the patients your practice needs to thrive.
Remember, ethical marketing that prioritizes patient needs while effectively communicating your value proposition is key to success in this competitive landscape.
